Identifying the Factors Affecting the Creation of Sustainable Green Competitive Advantage in a Big Data Environment: A Case Study of Small and Medium-Sized Enterprises in Isfahan Province
Keywords:
Big data capabilities, big data environment, innovation strategies, sustainable green competitive advantageAbstract
Big data is a powerful tool for creating and maintaining sustainable green competitive advantage in today’s business world. Organizations that can effectively use data to analyze customer behavior, optimize operations, and drive innovation will hold a stronger position in the market. In fact, big data, by empowering green marketing capabilities, enables companies to achieve sustainable advantages in competitive environments. This relationship highlights the importance of integrating data-driven technologies with green strategies to achieve long-term sustainability. The purpose of this study is to identify the factors influencing the creation of sustainable green competitive advantage in a big data environment in small and medium-sized enterprises (SMEs) of Isfahan Province. To select the sample, using available random sampling and based on Cochran’s formula, 384 employees of SMEs in Isfahan Province were chosen for model fitting. Data were collected within the framework of 8 components and 45 questions during the period from January to February 2025. The research hypotheses were tested using SmartPLS software. The results indicated that the model, based on the components of organizational learning, green marketing capabilities, green innovation strategies (green product innovation and green process innovation), competitive market, sustainable green competitive advantage, and big data capabilities, is valid, and the relationships among the variables were significant.
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Copyright (c) 2025 Mehdi Mohammadi Fesharaki, Farzad Karimi, Hassan Ghorbani Dinani (Author)
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